ذهن برندشده: علم اعصاب واقعاً درباره‌ی معمای مغز و برند به ما چه می‌گوید ۲۰۱۱
The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand 2011

1. The Branded Mind

2. Title Page

3. Contents

4. List of Figures

5. List of Tables

6. Foreword

7. About the author and contributors

8. Acknowledgements

9. Part One What it is all about

01 Introduction

02 This book is about the consumer’s brain

03 The new paradigm

04 The brain – the coming together of disciplines

14. Part 2 The decision-making puzzle

05 Interpretation, memory, experience, learning

06 Introducing the rat brain robot

07 Feelings

08 The ‘feeling’ brain systems and how they work

09 The environmental awareness system: emotions

10 The ‘state of body’ system: homeostasis

11 The ‘state of mind’ system, or moods and arousal

12 The evaluation system: pleasure

13 Personality

14 Social systems and culture

15 Gender differences

16 Let’s put it all together

17 Measuring the brain

18 Increasing our brainpower – using neuroscience effectively

29. Part Three Creating mischief

19 On creating mischief

20 Buy-ology

21 The elusive subconscious

33. Part Four Towards insights

22 Read Montague’s Pepsi Challenge

23 Science: models and measurements

36. Part Five Some marketing implications

24 Attention

25 The brand soma

26 Consumer decision making as heuristics

27 Market segmentation

28 Advertising budget, brand life cycle, synapses and brand soma

42. Part Six My conclusions

29 What this was all about

30 Is the future what it was?

45. References

46. Index

47. Copyright Page